Mobile Marketing Association JACK PHILBIN Co-founder & CEO, Vibes Chairman NA, MMA
Jan 28, 2015
Mobile Marketing Association
JACK PHILBIN
Co-founder & CEO, Vibes
Chairman NA, MMA
Mobile Wallets RedefinedThe Impact of Apple’s Passbook
JACK PHILBINCo-Founder & CEO, VibesChairman NA, [email protected] @jackphilbin
#Passbookresults
3 ©2013 Vibes. All Rights Reserved. Confidential
Mobile Wallets Redefined
Today’s Speakers
#Passbookresults
Jack PhilbinCo-Founder & CEO VibesChairman NA, MMA
Steve IbachVice President, Digital PartnershipsInmar
Catherine TaborChief Executive OfficerSparkfly
Anne ZybowskiVice President, Retail InsightsKantar Retail
4 ©2013 Vibes. All Rights Reserved. Confidential
Mobile wallet ecosystem: Passbook in context
m-Commerce
5 ©2013 Vibes. All Rights Reserved. Confidential
The Passbook opportunity
• Apple launched Passbook in September with the iOS 6 update
• Apple as a trusted service provider
• Save for later feature = extreme convenience
• Time, location and interactive features make Passbook different
• A week after Passbook launch, Vibes started its Beta program – 10 Passbook programs
Boarding Pass
Event Ticket
Loyalty Card
Coupon or Offer
6 ©2013 Vibes. All Rights Reserved. Confidential
Time, location and interaction are key for engagement
Sears location
User enters within a 100-meter radius of a location and receives a notification to their phone
7 ©2013 Vibes. All Rights Reserved. Confidential
Vibes clients leveraging Passbook – 10+ Programs
87% - 96%
Of users had non-iOS6 device
Of users who installed a Pass, retained it after the offer expired
60% -70%
8 ©2013 Vibes. All Rights Reserved. Confidential
Passbook drives significant engagement and foot traffic
7-13% redeemed
pass in-store
3-18% clicked through
to offer
30-60% users with Passbook
35-60% added the
Pass
87-96% retained the
Pass after offer expired
9 ©2013 Vibes. All Rights Reserved. Confidential
Passbook drives significant engagement and foot traffic
Build-A-BearUniversity of
MichiganSearsTexas
Roadhouse
10 ©2013 Vibes. All Rights Reserved. Confidential
Passbook success factors
Passes should be distributed through multiple channels
1. Distribution
Mobile wallet programs should support all smartphones
2. Reach
Pass management and measurement is essential
3. Management
11 ©2013 Vibes. All Rights Reserved. Confidential
1. Distribution: use multiple channels to distribute Passes
PassbookPass
Text
Mobile Ads
Apps Email
Web
Direct mail
Social
12 ©2013 Vibes. All Rights Reserved. Confidential
2. Reach: offer a solution for all smartphone users
Passbook Pass Mobile Web
Text BEER to 84237
iOS 6?
YES NO
iPhone
13 ©2013 Vibes. All Rights Reserved. Confidential
3: Management: manage Passes throughout the lifecycle
Create
Distribute
ManageMeasure
Optimize
14 ©2013 Vibes. All Rights Reserved. Confidential
What’s next with mobile wallets?
Non-PaymentValue Proposition
Apple Passbook
• Consumer Focused• Used by Marketing• Mobile Marketing
PaymentValue Proposition
Google Wallet
• Transaction Focused• Used by Finance / IT• Mobile Payments
“Next Level”Mobile Wallet
15 ©2013 Vibes. All Rights Reserved. Confidential
Mobile Wallets Redefined
Today’s Speakers
#Passbookresults
Jack PhilbinCo-Founder & CEO VibesChairman NA, MMA
Steve IbachVice President, Digital PartnershipsInmar
Catherine TaborChief Executive OfficerSparkfly
Anne ZybowskiVice President, Retail InsightsKantar Retail
16 ©2013 Vibes. All Rights Reserved. Confidential
Stop by Vibes’ booth (#14) to
pick up an advance copy
of the Passbook report
Mobile Wallets RedefinedThe Impact of Apple’s Passbook
JACK PHILBINCo-Founder & CEO, VibesChairman NA, [email protected] @jackphilbin
#Passbookresults